By Laura L. Hale
If you’ve read my prior post, Notification Matters Part 1, you already know that there are many components to the notifications required by the Breach Notification Rule. I explored three of these components (listed below) in that post and will explore the remaining components in this post.
Notification Components
This post explores components 4 – 7.
- Discovery
- Timeliness
- Content
- Actual notice
- Substitute notice
- Notification to the media
- Notification to the Secretary
Actual Notice
The Secretary has specified relatively straightforward requirements for the notice. Covered entities must provide notice to affected individuals in writing at the last known address via first class mail. In the event that the affected individual is a minor or otherwise lacks capacity, notice may be provided to a parent or other personal representative.
The Breach Notification Rule addresses deceased patients as well. Although the language in the HITECH Act requires that notification go to a deceased person’s next of kin, the interim final rule allows for notification to either the next of kin or personal representative, in conformance with the Privacy Rule. Commenters reading the proposed rule were concerned with this provision, so the preamble addresses those concerns. The notice need go to the next of kin or personal representative of a deceased person only if 1) the covered entity knows that the person is deceased and 2) has the address of the next of kin or personal representative.
The Interim Final Rule allows for notice to be provided via email if 1) the individual agrees to receive notice via email and 2) such agreement has not been withdrawn. The preamble doesn’t expound on this in any great detail, but I think it’s safe to say that a covered entity would need to solicit this agreement specifically and implement a method of handling revocations of the agreement.
Substitute Notice
The preamble addresses those situations in which the covered entity doesn’t have sufficient contact information or those in which the first class mail notification is returned as undeliverable. In these instances a covered entity may provide substitute notice. The keys to this substitute notice are that 1) it is provided as soon as reasonably possible, 2) it is calculated to reach the affected individuals and 3) it contains all of the elements of the original written notice.
If there are fewer than 10 individuals for whom substitute notice is required, the covered entity can use alternate contact information, such as an email address (regardless of whether an email notification agreement is in place) or phone number. The preamble urges caution about leaving sensitive information in voice mail messages and encourages instead a message that urges the affected individual to return the call for urgent information. Take note for routine voice mail messages as well!
If alternate contact information is not available the covered entity can provide substitute notice in the form of a conspicuous posting on the entity’s website or other location. The key is that the notice is calculated to reach affected individuals. (Note that substitute notice is not required for deceased individuals when the next of kin’s contact information is outdated.)
If there are 10 or more affected individuals for whom substitute notice is required, the covered entity must provide substitute notice in the form of a conspicuous posting for a period of 90 days either 1) on the entity’s website or 2) in major print or broadcast media in the geographic areas where those individuals affected by the breach are likely to reside.
For media notices, the notice must include a toll-free number, active for at least 90 days, at which affected individuals can receive more information. The media outlets chosen must be “major print or broadcast media in the geographic areas in which affected individuals are calculated to reside.” This is an easy decision in major metropolitan areas, but not so much in rural areas. The key is the prominence of that outlet in that geographic area. A prominent county-wide newspaper may be the answer in certain rural areas.
For web notices, the preamble clarifies that the “home page” is defined as both 1) the home page for visitors to the website and 2) the login or landing page for existing account holders.
The home page can provide the required information directly or contain a hyperlink to another page that provides the information. The hyperlink must be 1) prominent in size, color and font (relative to other content) and 2) worded in a way that is both clear in the nature of the information and its importance.
Media Notification
If a breach affects 500 or more residents of a single state or jurisdiction, the covered entity is required to provide notice to prominent media outlets serving the state or jurisdiction in which affected individuals reside. This is not the same as providing notice to individuals through the media; this is truly notice of the breach provided to the media and is intended to supplement notice to the individual.
The timeframe for this notice is the same as that to individuals – without unreasonable delay and in no case more than 60 days after discovery of the breach. The form of the notice is not specified, although the preamble speculates that most covered entities would use a standard press release format. The content of the notice is the same as that provided to the affected individuals.
The preamble clarifies both “prominent” and “state or jurisdiction”. A prominent media outlet is one that will reach the audience intended; special interest outlets, such as sports publications, would not be considered prominent. The state definition is that from the HIPAA Rules, which is the 50 states, the District of Columbia, the Commonwealth of Puerto Rico, the Virgin Islands and Guam; the HITECH Act also added American Samoa and Northern Mariana Islands. Jurisdiction is any subdivision of a state, such as a county or city.
The state or jurisdiction issue is important in determining whether media notice is required. The preamble clarifies that a breach affecting 600 individuals residing in different states (e.g., 400 in one state and 200 in another) does not trigger the media notification requirement.
Secretary Notice
Covered entities must notify the Secretary in all instances of breach; the format and timing of the notice vary based on the number of affected individuals.
When a breach involves 500 or more affected individuals the covered entity must provide notice to the Secretary concurrent with notice to the individual. The instructions for this notification are specified on the Secretary’s website and can be found at: http://www.hhs.gov/ocr/privacy/hipaa/administrative/breachnotificationrule/brinstruction.html.
When a breach involves fewer than 500 affected individuals the covered entity may log the breach and notify the Secretary in an annual filing. The instructions for this notification can be found at the same hyperlink above.
No need to worry about mastering two distinct formats for reporting to the Secretary, as the form is identical for both situations.
The preamble clarifies that this notification requirement is determined without regard to the state or jurisdiction in which the affected individuals reside. Accordingly, a breach involving 600 individuals residing in two states (400 in one state and 200 in another – see example above) will not trigger media notification but nonetheless requires concurrent notification to the Secretary.
Conclusion
As you can see, notification really matters. This cannot be approached casually; there are forms to follow, timing to consider and documentation to create. The wise practice administrator will develop a high level of familiarity with this process now so that response to a breach can be thoughtful, timely and compliant with the Breach Notification Rule. I’ll repeat the action items from my last post as a reminder for each of you to act now.
1. Revise your definition of persons included in your compliance training. Your programs should already consider certain non-employees as members of your workforce, but you should also consider the role of agents who have access to PHI.
2. Train the workforce and your agents on the importance of reporting noncompliance with your privacy and security policies.
3. Provide easily accessible methods of reporting compliance issues to increase the odds that the members of your workforce and your agents will feel comfortable making reports of suspected noncompliance.
4. Establish monitoring routines to increase the likelihood that you will discover an unreported issue.
5. Determine who will head the investigation and how; specifically address whether the investigation will be conducted under attorney-client privilege and how that protection will be maintained.
6. Seek local legal guidance, which is particularly important to factor in the impact of any state breach notifications and to ensure that mitigation efforts include a risk assessment , a topic that is beyond the scope of this blog entry.
7. Establish responsibility for managing a breach notification situation and for ensuring timely investigation and notification.
8. Establish communication channels to keep affected persons informed, which includes managing the email addresses and toll-free phone lines set up to take affected persons’ inquiries.
References
- Breach Notification for Unsecured Protected Health Information; Interim Final Rule. Published August 24, 2009 at http://edocket.access.gpo.gov/2009/pdf/E9-20169.pdf
- U.S. Department of Health and Human Services Health Information Privacy web site: http://www.hhs.gov/ocr/privacy/hipaa/administrative/breachnotificationrule/index.html

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